Revitalising the UK's innovation network
Objective | The Senior Leadership Team at KTN sought to align the company's identity with the fast-paced, impactful work of the Knowledge Transfer Network and establish a brand worthy of the powerful stories emerging from UK innovation.
My role was to collaborate with senior leaders and external agencies to roll out and launch the company's new identity, along with a 5-year strategy, both internally and externally.
Highlights:
Developing and delivering brand and messaging workshops to over 200 (98.5% of) staff
Managing the visual rebrand of all touchpoints, including three office locations, the website, and over 50 social media channels
Planning and executing an internal launch strategy, including the delivery of launch events and brand packages to employees' homes
Impact | My leadership led to the launch of a brand employees were excited about and, more importantly, a direction for the business that they understood, making them a driving force for brand communications efforts.
Building a brand backed by two CEOs
Objective |To pool resources and create greater impact, KTN became part of the Innovate UK group, the UK's innovation agency that receives over £885 million of government funding.
To facilitate this transition internally and externally I had to manage a fast-paced evolution of our identity that stayed true to our values and culture but also represented our growing partnership with one of the most well-recognised organisations in the innovation ecosystem.
Highlights:
Extensive consultation with the Executive Teams at both organisations and stakeholder management
Collaboration with a roster of agencies on a tight budget, requiring thorough briefing and exceptional budget management
Complex project management and delivery at speed
Impact | By spearheading this project, I delivered and rolled out a new identity backed by backed by both organisations’ CEOs in under 5 months.
Launching a story-led identity for a technical brand
Objective | One of my agency side projects was working with a medical imaging company, Cortechs.ai, based in California, to help them reestablish themselves and their products as market-leading.
As the lead on the account, I needed to work in close collaboration with Cortech.ai's CCO and marketing team, and our creative and strategy teams to undertake thorough market research, build a new brand proposition and visual identity, and also launch a new website ahead of the largest radiology conference in the world, RSNA.
Highlights:
Delivery of a new website from sitemap development to launch in under 4 months
Strategic planning and communication to ensure the timely delivery of assets and client feedback with a client team based in California, an 8 hour time difference
A complete brand and content overhaul ahead of a hard event deadline, including the creation of new marketing material, sales collateral, product videos and exhibition graphics
Impact | The technical nature of the business, the immovable deadline and the wholesale identity changes meant that this project was not without its challenges. However, my strategic management, prioritisation and communication skills meant that deadlines were met and client expectations exceeded.
Client testimonial:
“Kyra was one of the most organised and dedicated people I’ve ever worked with! She was excellent at project management and always had innovative ideas for us.”
Dani Kuta, Marketing Manager, Cortechs.ai
Articulating a clear communications strategy for three distinct brands
Objective | The Founder of film and television businesses, Rooscreen and Film Friendly was struggling to identify how to promote her two distinct companies with different service lines while also leveraging her personal brand.
With limited capacity and investment for marketing, she needed help prioritising and developing a clear and effective communications strategy for her three brands.
Highlights:
Planning and delivery of a tailored brand strategy workshop
Extensive collaboration and consultation sessions
Swift turnaround times with the entirety of the project delivered in under 2 weeks
Impact | Following the delivery of a brand strategy workshop, where we reviewed her business objectives, target audience, and service lines, I shared with her a comprehensive strategy playbook that included brand proposition options, personas and messaging matrices, and a channel and content strategy to create purpose for marketing and content production.
I also audited her personal LinkedIn profile and offered recommendations for creating clarity around her distinct businesses and building her profile.
Client testimonial:
“I have a business with 3 distinct revenue streams. They’re related to each other but have different audiences and I was struggling with how to ensure cohesion whilst maintaining individual identities.
Kyra very quickly identified how to make each one distinct from the other whilst keeping the overall branding theme. Her guidance helped me clarify how to reach clients with targeted messages to each sector without alienating other markets.
She has absolutely transformed the way I promote myself, my services and my business.”
Becky Rooney, Founder & Producer, Rooscreen & Film Friendly
Repositioning a content brand to match a climbing league-table position
Objective | Having managed the Mizuho Banking Americas account for several years in my agency side role, I was responsible for leading and executing a revitalisation of their content brand and identity, as well as associated content series, to reflect their new market position - a known player looking to differentiate itself, rather than brand focusing primarily on building awareness.
Highlights:
Managing the rebrand of a hero identity and three unique content series identities, as well as the development of video, static and written launch content
Extensive collaboration with partner agencies, different internal client teams and senior stakeholders
Complex project management, including navigating a 5-hour time difference and a 6-figure budget
Impact | My strategic oversight, thorough briefing, project management of in-house teams and external partners, as well as extensive QA led to the successful launch of a new identity across a microsite and hero video in direct collaboration with the Head of the Investment & Corporate Banking division in New York.
Less than a year after the project, one of the content series took home Gold at the 31st Annual Financial Communications Society (FCS) Awards, beating industry powerhouse Goldman Sachs'.
